“Will You Buy It If They Recommend It?” Exploring the Antecedents of Intention to Purchase Podcaster-Endorsed Items

• Published in: Journal of theoretical and applied electronic commerce research Vol. 19; no. 3; pp. 1682 - 1698
• Main Authors: Huang, Yi-Ting, Gong, An-Di
• Format: Journal Article
• Language: English
• Published: Curicó MDPI AG 01.09.2024
• Subjects: Advertising; Audiences; commitment; Consumer behavior; Consumers; Consumption; COVID-19; Digital broadcasting; endorsement; Endorsements; Influencer marketing; Listening; parasocial interaction; podcast; Podcasts; Popularity; purchase intention; Social networks; User needs; uses and gratifications theory; Taiwan

The diverse content of and ease of listening to podcasts have made podcasts popular, particularly during the COVID-19 pandemic. Advertisers have begun to recognize their marketing potential and are now hiring podcasters to recommend their products. This study sought to determine the factors influenc...